Determined to continue the revitalisation of its brand, Nokia has launched a campaign across Guerrilla IMC's mega format outdoor media to raise awareness of the Asha handset range. The campaign targets the youth segment, the same demographic targeted by Guerrilla's Jozi package.
For the Asha Snap, Swipe, Share campaign, Nokia secured four high impact sites located within close proximity to major retail zones. Guerrilla IMC takes the Asha campaign to the streets with Nokia's creative showcased across over 1000m² of prime space across the city including Oxford Street in Rosebank, the university mile in Auckland Park, Cresta Shopping Centre on Beyers Naude Drive and along Bram Fischer Drive in Randburg.
Calling together partner agencies Carat Johannesburg, PosterScope Johannesburg, JWT and Hogarth World Wide London, Guerrilla IMC delivered a four-month campaign. Based on the success of the campaign, two of the sites were extended for an additional month.
Matthew Palmer, Director of Guerrilla IMC comments, "Our success in attracting iconic clients is thanks to having a holding of innovative, prime-positioned sites in high traffic locations. Branding these sites is ideal for catching consumer's attention, delivering the Asha message and raising brand awareness close to retail environments. We've enjoyed adding Nokia to our portfolio of clients and look forward to partnering with the team in future."
The Nokia Asha smartphone range is fun, colourful and filled to the brim with apps people love.
Guerrilla IMC specialises in innovative outdoor and ambient advertising solutions. The team is dedicated to identifying and establishing new sites to give advertisers precision-guided exposure while ensuring the correct infiltration tactics. Guerrilla IMC offers specialised advice to site managers and property developers to ensure unclaimed space is acquired to offer unique and unsurpassed outdoor ad exposure throughout SA.
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There is or was one located close to Maponya Mall in Soweto; definitely captured my attention, particular the clearly stated price of the mobile phone, which peaked my interest in purchasing it. However, a more interactive message can be used to engage the youth, who are bombarded with various mobile phone offers, versus the now overdone "you can share on social networks" idea.